Articles

The Relationship between Service Quality, Customer Satisfaction, Customer Perceptions, and Brand Loyalty at Nestle Indonesia Official Store in Shopee

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Customer loyalty is a crucial factor for achieving long-term profitability by fostering strong relationships with customers. Loyal customer exhibit behaviors such as repeat purchases, willingness to recommend the company’s products, and resistance to competitor offerings. The level of satisfaction with the services provided by a company is initial predictor of customer loyalty behavior. Nestle Indonesia’s new strategy of opening online stores through major e-commerce platforms in Indonesia has increased opportunities for customers to access the company’s products. However, Nestle’s customers have faced issues in their online shopping experience due to a significant gap between their expectations and the actual performance of Nestle’s service quality. This study aims to examine the relationship between service quality, customer satisfaction, customer perception, and brand loyalty using a path analysis approach based on Partial Least Square (PLS). Data was collected by distributing questionnaires to 400 customers, determined using the Slovin formula. The sampling technique used for these 400 customers was purposive sampling. The results of this study indicate that Nestle’s service quality is perceived as suboptimal, particularly in terms of reliability and responsiveness. This has led to low customer satisfaction, poor customer perception of Nestle, and consequently low customer loyalty. The influence of service quality, customer satisfaction, and customer perception on customer loyalty is 90.9%, and customer perception shows as a mediating variable between service quality and brand loyalty.

Implementing Growth Hacking Taxonomy to Increase Customer Growth in Small Business: Bloca Brand

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Indonesia is one of the Southeast Asian nations with the greatest economic activity. Micro, small, and medium enterprises (MSMEs) are one of the sectors that support the economy in Indonesia. Local fashion brands are gaining popularity in current conditions. The fashion sector has grown over the past year, every year the new brand has come which makes the competition stronger than before. This phenomenon occurred due to the fact that fashion is not only for primer needs, but it also reflects social and economic status, which is commonly related with popularity. Growth hacking can be characterized as the concept of online marketing. Using techniques of viral content distribution in social media, growth hacking operations aim to attract the greatest number of customers at the lowest possible cost. The second, equally vital objective is to retain customers by influencing their fantastic experiences through continuous product improvement and development. This research aims to find the best marketing strategies using growth hacking taxonomy to increase customers and the implementation plan of proposed strategies. The Author utilizes descriptive statistics and content analysis to analyze the collected data from questionnaires. The research found that the customer expectation is at a very high rate but the growth of the customer is unstable, even though the brand had collaboration with several influencers and other brands. Author indicates that the only online platform that the brand uses is Instagram with the story feature, meanwhile the duration of the feature only lasted for 24 hours. The Author proposed marketing strategies based on the customer lifecycle stage on growth hacking. Acquisition: Leverage other people’s audience, Activation: Learn flow on boarding, Revenue: Depiction of scarcity, Retention: Increase value, Referral: Automated sharing.

User Generated Contents in Digital Media – A Study on Customer Perception

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User generated contents are any type of contents which are created and shared by the customers voluntary through any digital platforms from their experiences with the product or service. User generated contents make positive or negative impact to the business. So user generated content acts as both opportunity and challenge to the business. In this study the researcher is aimed to study the customer’s perception on user generated contents in digital media. Both primary and secondary data are used. Primary data are collected from 26 males and 24 female respondents. Primary data is analyzed using descriptive statistics, independent sample t test and one way ANOVA. The results of the study revealed that respondents are perceived that user generated contents are reliable, informative, builds trust, helps to take purchase decisions, user generated contents are authentic and relevant. And this study also tested the influence of demographic factors like gender and age on the perception of customers on user generated contents on digital media.